This case illustrates how Apple experienced a harsh recession from 1985 to 1997, but managed to innovate its way out of that difficult period until an incredible turnaround trending and going back from 1997-2009 (Pearce II and Robinson, 2011). This case concludes by mentioning the challenges that Apple will face in the future with other companies imitating their successful trends (Pearce II and Robinson). I will discuss two strategic factors that I believe Apple should consider when establishing its long-term growth strategy. Additionally, I will mention what two goals I believe Apple should include in the learning and growth perspective of their Balance Scorecard. The first strategic factor I think Apple should consider is product leadership/development. Apple became what it is by trying to produce high-end products that were on the cutting edge of technology and electronics (Pearce II & Robinson, 2011). Steve Jobs said it best, "the reason many of us work at Apple is to make the best computers in the world and to make the best software in the world. We know that we have some things that are the best right now." . But it can be so much better… That's what drives us… And we'll sleep well when we do" (Pearce II & Robinson, p. 23-8). Apple's important innovation over the years, developing products like I-Pod, I-Tunes, I-Book and I-Phone, it has changed the electronics and computing industry This is why I think product leadership/development needs to be at the forefront of their growth strategy long-term. The second strategic factor that I believe Apple should consider in their long-term strategy is customer intimacy, which is a value discipline or alternative approach to a generic long-term strategy g.... .. half of the paper industry ......tech/electronics industry . Furthermore, increasing the knowledge and skills of the workforce will give Apple the capacity it needs to create new products aimed at new customer groups , as well as customizing existing products to extend their life cycle. The situation that Apple will face in the future is emblematic of the importance of implementing a concrete strategic plan, which includes all the necessary factors and resources that will promote growth along the way. Works CitedBalanced Scorecard Institute. (2011, n.d.). Credit card company Balanced Scorecard example. Retrieved June 6, 2011, from www.balancedscorecard.org: http://www.balancedscorecard.org/Portals/0/PDF/Credit_Card_Company.pdfJohn A. Pearce II and Richard B. Robinson, J. (2011). Strategic management: formulation, implementation and control. New York: McGraw-Hill/Irwin.